Case Study Analysis and Solutions

Simulation ID: 7018

Abstract:
Simulation Solution for Marketing Simulation: Managing Segments and Customers V2 by Das Narayandas
In this single-player simulation, students define and execute a business-to-business marketing strategy at a manufacturer for motors used in medical devices. Customers are divided into market segments based on their requirements for two key motor performance features and price. Students must analyze each market segment and decide which new customers they want to acquire while also considering the loyal customers they must retain. A successful go-to-market strategy requires careful consideration of a variety of interdependent factors. Students set a list price and then set discounts for each large market segment and for a segment of small customers who purchase through distributors. Students allocate sales and marketing resources for each targeted segment including setting the level of spending on marketing communications and market research. Students can listen to customer feedback through dynamic video interviews and gain important insights into the effectiveness of their marketing strategies. Ultimately students must achieve a sustainable revenue stream to maximize cumulative profit for the company.

Keywords:
Channel conflict, Customer acquisition, Customer retention, Customer satisfaction, Market planning strategy, Market research, Market segmentation, Market share, Pricing strategy, Profitability, Marketing Simulation Managing Segments and Customers V2 Solution

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